media planning & brand management...media planning & brand management - lumsa 2019/20 stella...

Media Planning & Brand Management

Stella RomagnoliMarketing & Digital Communication

LUMSA 2019-2020

Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 2

Lesson 4.Brand Management

Brand Management: brand portfolio

Brand architecture and brand portfolio

• A company's branding strategy usually involves a plurality of brands

• The set of brands managed by an organization is called Brand Portfolio

• The decisions related to its management (Brand Portfolio Strategy) concern:

– The composition of the brands mix– The relationship between these brands– The roles that each brand must play

– in which product categories• Companies are increasingly careful about brand portfolio

strategies (to avoid cannibalization, or to ensure a clear brand positioning)

Brand Portfolios

Brand/Product matrix

• The brand/product matrix is a graphical representation of the relationships between brands and product categories

• The brand portfolio width depends on the variety of products that the company sells

Nestlè Brand Portfolio

HOW MANY CATEGORIES DO YOU FIND?

Nestlè’s product categories

• Diary products

• Breakfast Cereals• Ice Cream

• Chocolate confectionery• Prepared foods/ frozen food

• Beverages• Petcare

• Nutrition• Foodservices

Brand Portfolio depth

• The depth of the Brand Portfolio is linked to the number and nature of the brands in each product category

Brand Portfolio depth

• Since the company tries not to cannibalize itself, usually the brands in the same product category have different targets or roles

NESTLE'Category

BrandICE CREAMS PREPARED FOOD CHOCOLATE

CONFECTIONERYSNACKS

Buondì

How to define a product category?

• There is no absolute criterion, each company determines the categories according to the market objectives and its specific strategies.

David Aaker on successful Brand Portfolio Strategy

• A brand portfolio strategy is about a family of brands, their roles and their relationship with each other.

• It should deliver

– synergy, – leverage, – clarity, – relevance, – differentiation and – energy.

• To achieve this goal, an ongoing effort to review and refine is usually needed.

https://www.prophet.com/2012/09/10-steps-to-a-successful-brand-portfolio-strategy/

brand hierarchy

Brand hierarchy

• By capturing the potential branding relationships among the different products sold by the firm, a brand hierarchy is a useful means of graphically portraying a firm’s branding strategy.

• As with any hierarchy, moving from the top level to the bottom level typically involves more entries at each following level—in this case, more brands.

Brand hierarchy

• the simplest representation of brand hierarchy might be as follows:

– Corporate (or company or mother brand) brand

– Range brand or Family Brand (refers to different products categories)

– Line brand

– Individual brand (product name)

– Modifier (designating a model e.g., 2in1)

Let’s try and guess…

Corporate Brand (Nestlè)

Range/ Family Brand

Line Brand

Individual Brand

Each category could have more Line and Individual Brands

RANGE BRAND

LINE BRANDS

COMPANY BRAND

Brand architecture strategy

Brand Architecture strategies

There are 4 main brand architecture strategies:

1. Monolithic Identity (or Branded House)2. House of Brands (or free-standing)

3. Endorsed Identity and sub-branding4. Hybrid

Monolithic orBranded House

Monolithic Identity

• Monolithic Identity (or Branded House): one name and one identity.

• The mother brand (company brand) is associated with all the products. There must be a consistency of values among the different activities of the business.

• One of the main pros of this approach is that it favors the extension of the brand portfolio thanks to the awareness of the mother brand, and this greatly reduces the costs of launching new products

• The drawbacks are that is more difficult to differentiate the products and the target audience, and there’s the risk of weakening the brand

Launching new products with the same brand is called

Brand Extension

A really strong brand can afford brand extension

House of Brands orBranded Identity

House of Brands or Branded Identity

• With this strategy each product has a strong and separate indipenent brand identity

• Among the pros of this strategy there is the possibility of manage market niches separately from the mother (or master) brand

• This strategy can be effective to increase coverage in a mature market, trying to satisfy consumer variety research.

• Sometimes this strategy is the result of acquisitions of brands or companies’ mergers (that have consolidated brands)

• It is the most expensive strategy, because every brand represent a cost center

A House of Brands classic example

Endorsed Identity and Sub-Branding

2. Endorsed identity e sub-branding

• In this case each product has its own identity, but relies more or less directly on the Corporate Brand

• The sub-branding strategy has two fundamental pros:

– On the one hand it ensures a relative margin of autonomy in positioning with respect to the main brand

– On the other hand it creates a strong link with the master brand, relying on the established associations

• It therefore allows a good degree of differentiation in the product portfolio, maintaining consistency with the company offering

Sub-branding Vs. Endorsed Identity

• The sub-brands architecture is closer to a Monolithic or branded house strategy, in that the master brand most often acts as a key driver.

• This brand architecture type is often reflected in the naming pattern: the masterbrand starts off the product title and the sub-brand follows it. A good example of where this is used is the range of MTV channels.

https://brandstruck.co/blog-post/brand-architecture-part-2-difference-sub-brands-endorsed-brands/

Sub-branding Vs. Endorsed Identity

• In contrast to sub-brands, endorsed brands are closer to the house of brands architecture.

• As with a house of brands, endorsed brands see many products and offerings under separate brands, but they are supported by the masterbrand.

• In this case, the endorsed brand plays a major role, has a separate identity and uses the masterbrand’sendorsement as a quality stamp – it helps the endorsed brand build awareness and trust.

https://brandstruck.co/blog-post/brand-architecture-part-2-difference-sub-brands-endorsed-brands/

Endorsed identity examples

Brand Architecture Strategy examples

Summing up

Brand Extension strategies

• When companies want to expand their business, they have these options:

– Brand Portfolio diversification: launch a new brand for each new product category they market;

– Multi-Branding Strategy: launch new brands in the same category (with different product features)

– Line Extension: launch new products in the same category with the same brand

– Category Extension: the same brand is used for products in different categories

Brand-category strategy matrix

According to Farquhar (1989), the two fundamental areas of the brand extension are the Line and the Category extension: same brand in the same category or in different ones

BRAND EXTENSION

• Brand extension is mostly used when a product or service has a well-developed image

• In fact brand managers use this as a strategy to increase and leverage brand equity.

Let’s try and guess some brand extension strategy…

Which kind of strategy choose P&G for Dash Ecodose?

• Diversification?

• Multibranding?• Line extension?

• Category extension?

Which kind of strategy choose Ringo for Ringo icecream?

• Diversification?

• Multibranding?• Line extension?

• Category extension?

Disney Category Extension

Main Brand Extension typologies

1. Same product different packaging

2. New product that contains the same features, or that give the same benefits

3. Complementary products (e.g. tooth paste and toothbrush)

4. Products relevant for the same target5. Products in category where the company has acquired

high competence

6. And products that can take advantage of the brand image

Brand extension pros and cons

• Facilitate acceptance of new products• Savings (launch, development, marketing costs)

• Revitalize the mother brand, attract new customers• Allow additional extensions

Cons and risks:

• Confuse consumers• Water down brand’s meaning

• Cannibalize sales of the original brand

• Damaging the image of the original brand• Meet the resellers resistance

Co-branding

Co-branding, is a marketing strategy that involves strategic alliance of

multiple brands jointly used on single product or service.

Erevelles, Sunil; Stevenson, Thomas H; Srinivasan, Shuba; Fukawa, Nobuyuki (2008).

Co-branding purpose

• The typical co-branding agreement involves two or more companies acting in cooperation to associate any of various logos, color schemes, or brand identifiers to a specific product that is contractually designated for this purpose.

• The object for this is to combine the strength of two brands, in order to increase the premium consumers are willing to pay, make the product or service more resistant to copying by private label manufacturers, or to combine the different perceived properties associated with these brands with a single product.

Main types of co-branding

1. Product-based co-branding and

2. Communications based co-branding

Principles and Practice of Marketing (8th ed.). McGraw-Hill Education

Product-based co-branding

Product-based co-branding involves linking of multiple brands from different companies in order to create a product. It maybe categorized into• Parallel co-branding

Parallel co-branding is the marketing strategy where multiple brands come together and create a combined product co-branded

• Ingredient co-brandingIngredient co-branding is a marketing strategy carried out by a supplier where an ingredient of a product chooses to position its brand.

Product co-branding

Communication based co-branding

Communication based co-branding involves linking of multiple brands in order to jointly communicate and promote them.• Main pros are:

– Endorsement opportunities– Sharing advertising costs

– Resource sharing– Enhances awareness

• Cons and risks:– Negative co-brand image

– Poor performance of co-branding

Other types of co-branding

• Licencing co-branding: one brand (e.g. Lego) use another one to increase the appeal of its products (Star Wars)

Ready to play?

ThanksSources:

Alberto Pastore, Maria Vernuccio - Impresa e Comunicazione – 2008

G. Iasevoli – Co-branded Image: la valutazione della coerenza tra i brand partners nelle alleanze di marketing 2003 (Congresso Internazionale “le tendenze del marketing”)

media planning & brand management...media planning & brand management - lumsa 2019/20 stella...

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